When selecting your service offerings, communications and distribution channels, you need to constantly ask yourself:
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Am I talking to my customer through the right channels of communication?
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Am I present in the right social media channels?
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Are we using the best words in our Pay per click (PPC) campaigns? (PPC will be discussed in more detail later in this guide.)
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Am I talking to my customers when and where they are able to make a decision?
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Does my offering have real added value for my customer?
Your communications strategy will vary depending on the type of customer you are addressing, how you want to position your product in the mind of the customer, and your channel of distribution.